A full Campaign for Tulane University's aBSN
Full-funnel strategy, creative direction, and execution to build awareness and drive enrollment for Tulane’s 16-month hybrid nursing program.
My Role
Creative Director
Team
Art Director, Production Designer, Copywriter, Editor
Deliverables
Strategy, Ad Campaign, Microsite, Enrollment Assets
A Competitive Market, a Nuanced Program
Tulane’s accelerated BSN is built for a specific kind of prospective student — career changers and degree holders who are ready to pivot into nursing but need a program that’s both rigorous and navigable. The challenge wasn’t just awareness; it was clarity.
Prospective students needed to quickly understand what made the aBSN different — the 16-month timeline, the hybrid model, the hands-on simulation and clinical rotations — and then feel confident enough to take the next step toward application. In a crowded nursing education landscape, the program needed a campaign that could cut through and speak directly to the ambitions and anxieties of its audience.
Key Objectives
Build awareness among career changers and degree holders seeking an accelerated path into nursing
Clarify the program’s hybrid delivery model, early hands-on simulation, and clinical rotation opportunities
Reduce friction from inquiry to application by surfacing eligibility requirements, prerequisites, and advisor support
Messaging Built Around the Prospect's Journey
Before any creative work began, we mapped the prospective student’s decision path — from first awareness of the program through to application. That journey informed both what we said and where we said it, ensuring every touchpoint moved people meaningfully forward.
As Creative Director, I established the campaign’s strategic tone and visual direction, guided the team through concept development and refinement, and led all client presentations with Tulane’s partners — translating their feedback into focused creative direction at each round.
The Full-Funnel Approach
Awareness
Social media ads and airport video reach career changers where they are, introducing the program’s speed and credibility
Consideration
Landing page and digital brochure deliver program depth — timeline, curriculum, clinical experience, and outcomes
Inquiry & Nurture
Trifold and webinar decks support enrolled prospects through the advising process and toward application confidence
Messaging Pillars
Career Acceleration with Real Immersion
We led with the promise of a faster path to nursing — reinforcing the 16-month structure while highlighting the in-person experiences, including simulation and clinical rotations, that make the program feel hands-on from the start.
A Nursing Mindset Built for Complex Care
We emphasized Tulane’s focus on critical thinking, clinical judgment, and whole-person care — framing the program as preparation for the realities of nursing, not just the credential.
Support That Makes the Program Feel Navigable
We reinforced guidance and confidence throughout the decision journey by spotlighting enrollment support, personalized planning, and clear next steps that help prospects move forward quickly and prepared.
A Cohesive Campaign Across the Ecosystem
The finished campaign gave Tulane’s aBSN program a consistent, compelling voice across six distinct channels — each calibrated to where a prospective student was in their decision journey, and what they needed to hear to take the next step.
Every asset shared the same strategic spine: lead with speed and legitimacy, ground it in clinical reality, and make the path to enrollment feel clear and supported. The visual system maintained consistency across formats while adapting appropriately to context — from a high-impact airport video to an intimate trifold a prospect picks up at an advising eve
